{"id":16217,"date":"2018-07-23T16:41:59","date_gmt":"2018-07-23T15:41:59","guid":{"rendered":"https:\/\/intercom.com\/blog\/?p=16217"},"modified":"2024-07-25T11:57:37","modified_gmt":"2024-07-25T10:57:37","slug":"automate-sales-follow-up-emails","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/automate-sales-follow-up-emails\/","title":{"rendered":"How to automate sales follow-up emails in 3 simple steps"},"content":{"rendered":"<p class=\"opening_paragraph\">As salespeople we want to give ourselves the best shot at closing all our opportunities. But we don&#8217;t want to spend the majority of our day working small accounts when there are large ones to win.<\/p>\n<p>My colleague Patrick calls this <a href=\"https:\/\/www.intercom.com\/blog\/the-big-whale-and-the-long-tail\/\" target=\"_blank\" rel=\"noopener noreferrer\">the problem of the big whale and the long tail<\/a>. With a high volume of inbound leads, you have a long tail of small accounts that individually are worth less in ARR but collectively could mean a big pay day for your company. At the same time you have big whales \u2014 <a href=\"https:\/\/www.intercom.com\/blog\/agile-arrow-framework-manage-complex-sales\/\" target=\"_blank\" rel=\"noopener noreferrer\">large and complex deals<\/a> \u2014 you want to chase. So how do you trawl your sales-ready opportunities efficiently while also going whaling?<\/p>\n<p>Here at Intercom, we\u2019ve addressed this problem by finding scalable ways to nurture our long tail of smaller accounts. Specifically we\u2019ve automated parts of our sales follow-up using <a href=\"https:\/\/www.intercom.com\/blog\/smart-campaigns\" target=\"_blank\" rel=\"noopener noreferrer\">Intercom Smart Campaigns<\/a>. Doing so not only enables us to optimize for speed and response rate at the lower end of the market, but also gives our inner whaler time to focus on catching big fish.<\/p>\n<p>Since implementing Smart Campaigns, we\u2019ve been able to achieve a response rate of nearly 50% among smaller accounts that didn\u2019t respond to our initial follow-up. We\u2019ve added 8% more opportunities to our pipeline that would have otherwise gone dark and saved each account executive 5 hours per week manually chasing leads. I\u2019ll walk you through how to set up a similar campaign and the best practices I\u2019ve picked up along the way.<\/p>\n<h2 id=\"1-separate-the-big-whale-from-the-long-tail\">1. Separate the big whale from the long tail<\/h2>\n<p>Before you can automate your sales follow-up, you need to segment and prioritize your leads. I recommend bucketing your leads into at least two groups, but you can create as many segments as makes sense for your business. The two groups I\u2019ve created are:<\/p>\n<ul>\n<li>High-value, large accounts<\/li>\n<li>High velocity, small accounts<\/li>\n<\/ul>\n<h3>The big whale<\/h3>\n<p>Leads in the first group are your big whales. They&#8217;re the large, complex accounts you\u2019ll want to\u00a0 research and manually nurture from start to finish. To win these deals, optimize for thoroughness, not speed. Some general characteristics these leads share are:<\/p>\n<ul>\n<li>Large opportunity size<\/li>\n<li>Multiple stakeholders<\/li>\n<li>Long, complex sales cycle<\/li>\n<\/ul>\n<h3>The long tail<\/h3>\n<p>Leads in the second group make up your long tail of small accounts. Because smaller companies are far more agile and lean, they don\u2019t take as long to make purchases. You\u2019ll want to hit these leads across every channel to increase your odds of revving the deal into motion. Some general characteristics these leads share are:<\/p>\n<ul>\n<li>Smaller opportunity size<\/li>\n<li>Single or few stakeholders<\/li>\n<li>Quick, transactional sales cycle<\/li>\n<\/ul>\n<p>Keep in mind, the goal of segmenting your leads is to maximize your potential pipeline by aligning reward and effort. How you group your leads should reflect that.<\/p>\n<h2 id=\"2-personalize-your-sales-follow-up\">2. Personalize your sales follow-up<\/h2>\n<p>Once you\u2019ve identified your long tail of small accounts, you should customize the first two touches. It\u2019s important that you establish a personal connection upfront, even if you won\u2019t manually <a href=\"https:\/\/www.intercom.com\/blog\/the-ultimate-marketing-technology-stack\/\" target=\"_blank\" rel=\"noopener noreferrer\">nurture these leads<\/a> the whole way. Your leads should see you as someone they want to buy from!<\/p>\n<p>For the initial touches I recommend creating product-specific templates using <a href=\"https:\/\/docs.intercom.com\/support-and-retain-customers\/respond-to-issues-quicker\/shorten-your-response-times-with-saved-replies\" target=\"_blank\" rel=\"noopener noreferrer\">saved replies<\/a> that address <a href=\"https:\/\/www.intercom.com\/blog\/books\/jobs-to-be-done\" target=\"_blank\" rel=\"noopener noreferrer\">the job the lead wants to get done<\/a>. I use these templates as a skeleton for my message and then I add color based on what I know about the account to make it unique. Don\u2019t be afraid to get creative with your message and remember, write something you\u2019d want to read. Here\u2019s how I\u2019ve customized my messages in the past (the personalized sections are highlighted in yellow):<\/p>\n<ul>\n<li><strong>Touch #1:<\/strong> You should send your first touch as soon as you\u2019ve crafted your response. If you\u2019re <a href=\"https:\/\/www.intercom.com\/blog\/hi-buy-6-live-chat-etiquette-tips-sales-teams\/\" target=\"_blank\" rel=\"noopener noreferrer\">talking to a live chat lead<\/a>, you can hop directly into the ongoing conversation.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/personalized-sales-touch-1x1248.png\" alt=\"personalized sales touch #1\" \/><\/p>\n<ul>\n<li><strong>Touch #2:<\/strong> If your lead hasn\u2019t responded yet, follow up again with another personalized note one to two days later.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/personalized-sales-touch-2.png\" alt=\"personalized sales touch #2\" \/><\/p>\n<h2 id=\"3-let-sales-automation-do-the-rest\">3. Let <a href=\"https:\/\/www.intercom.com\/blog\/sales-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">sales automation<\/a> do the rest<\/h2>\n<p>If your lead doesn\u2019t respond to your first two messages, let automation take over. Just because your lead hasn\u2019t gotten back to you doesn\u2019t mean they aren\u2019t interested, but it\u2019s not worth trying to guess when they\u2019ll be ready to talk. Use your messaging tool \u2014 we use <a href=\"https:\/\/www.intercom.com\/blog\/smart-campaigns\" target=\"_blank\" rel=\"noopener noreferrer\">Intercom\u2019s Smart Campaigns<\/a> \u2014 to nurture them over the next few months:<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/smart-campaigns-sales-followup.png\" alt=\"Use Intercom Smart Campaign to automate your sales follow-up\" \/><br \/>\nHere are the exact steps I follow to set up my campaigns:<\/p>\n<ol>\n<li><strong>Use tags to identify the right leads:<\/strong> You\u2019ll want to define your audience by setting clear campaign rules. If you have multiple products, you should create custom campaigns for each of those and tag leads accordingly. My campaigns are organized by leads\u2019 use cases for Intercom like <a href=\"https:\/\/www.intercom.com\/blog\/live-chat\" target=\"_blank\" rel=\"noopener noreferrer\">capturing and converting website visitors<\/a>.<\/li>\n<li><strong>Define a goal for the campaign:<\/strong> <a href=\"https:\/\/docs.intercom.com\/onboard-and-engage-customers\/see-how-your-messages-are-doing\/measure-message-effectiveness-with-goals-and-ab-testing\" target=\"_blank\" rel=\"noopener noreferrer\">Setting a goal for your campaign<\/a> makes it easy to measure its effectiveness. Because this is a sales follow-up campaign, I always set the goal to be &#8220;replied to any campaign message.&#8221;<\/li>\n<li><strong>Personalize the message with variables:<\/strong> I use <a href=\"https:\/\/docs.intercom.com\/intercom-s-key-features-explained\/sending-messages\/personalizing-messages-using-variables\" target=\"_blank\" rel=\"noopener noreferrer\">variables in my messages<\/a> to add the lead\u2019s first name and company name. It\u2019s important to greet my leads personally at the beginning of every message and specify how Intercom can help their business.<\/li>\n<li><strong>Set your messaging cadence:<\/strong> You want to be helpful, not annoying, so avoid bomboarding your leads with messages. I frontload my follow-up in the first two months when my leads are warmest and then message them every two to four months after that.<\/li>\n<li><strong>Find your exit points:<\/strong> One thing you definitely don\u2019t want to do is message leads after they\u2019ve taken the next step. I define exit rules to automatically remove leads from my campaigns if they\u2019ve: received all the messages, hit the goal (replied), started a trial or become a customer.<\/li>\n<\/ol>\n<h2 id=\"before-you-hit-send\">Before you hit &#8220;send&#8221;<\/h2>\n<p>Even though these campaigns are automated, it\u2019s still important to be human. If you want your leads to take action, you can\u2019t resort to spray and pray tactics. The last thing I\u2019ll share are the two principles I always keep in mind when crafting my automated messages:<\/p>\n<h3>Keep it personal<\/h3>\n<p>Be smart about how you communicate about your product and the value it\u2019ll add to your leads\u2019 business. You want your leads to have a conversation with you and sounding like a robot is a guaranteed way to be ignored. An easy way to add a human touch is by incorporating emojis and gifs. Here\u2019s a fun gif I send prospects who\u2019ve gone dark:<\/p>\n<p><center>&#8220;Did I lose you? Say it ain\u2019t so!&#8221;<\/center><br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-16231\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/personalized-gif.gif\" alt=\"\" width=\"437\" height=\"239\" \/><\/p>\n<h3>Always add value<\/h3>\n<p>If the first rule in sales is \u201calways be closing\u201d, the second should be \u201calways be adding value.\u201d You can\u2019t assume leads will instinctively understand why your product is the right or obvious choice. I use case studies, demo videos and blog posts to show leads how easy it is to use Intercom and the results our customers have seen. It\u2019s common sense but if I\u2019m talking about our live chat for sales solution, I\u2019ll share our customer story on how <a href=\"https:\/\/www.intercom.com\/blog\/customers\/salesloft\" target=\"_blank\" rel=\"noopener noreferrer\">Salesloft saw an 8x increase in booked demos<\/a>.<\/p>\n<h2 id=\"optimizing-for-the-big-whale-and-the-long-tail\">Optimizing for the big whale and the long tail<\/h2>\n<p>By automating our sales follow-up for smaller accounts, we\u2019ve elicited more positive responses while saving our account executives hours of time. Trawling our long tail of leads at scale has revived our stagnant pipeline, improved our day-to-day efficiency, and set us up to hit and exceed our sales targets this quarter and beyond. But perhaps most importantly, it&#8217;s given us peace of mind that our pipeline will be fed, so we can focus on high effort, high reward deals \u2014 and haul in a whale or two.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In sales, it can be tempting to chase whales at the expense of working your long tail of small deals. Here&#8217;s how automating your sales follow-up enables you to do both.<\/p>\n","protected":false},"author":335,"featured_media":16218,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[1],"tags":[],"coauthors":[11467],"class_list":["post-16217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Sales Follow-Up Email: How to Automate in 3 Steps [+ Setup Guide]<\/title>\n<meta name=\"description\" content=\"By automating your sales follow-up, you can efficiently nurture \u2014 and close \u2014 small accounts while making time to chase big, complex deals. 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